Google introduced two capabilities and enhanced an existing feature to its AdWords Product, said Richard Holden, a Google product management director. The optimized AdWords provides more precision via advanced targeting by zip code, enables advertisers to create a single ad for multiple locations and improves on the existing Advanced Location Targeting feature.
“These set of features will give advertisers more control over how they target advertising locally,” Holden said. “It also gives consumers higher quality ads by giving them the right ad at the right time.”
The first new feature, AdWords Location Targeting, allows advertisers to target more than 30,000 US zip codes. They can add up to 1,000 post codes at a time to search ad campaigns. AdWords Location gives advertisers more precision about which ad to show and when, based on origin and regardless of the intent of the search.
Previously, Google displayed ads based on a user’s search intent as well as city and metro targeting, though “this had some unforeseen consequences where ads were not showing what advertisers wanted them to show,” Holden said. Location Targeting is especially useful for the travel sector, Holden added. For example, if a consumer in Atlanta searches for flights to Seattle, then an advertiser targeting Atlanta residents can still show their ads.
The second new feature, Location Insertion, automatically inserts unique local information into online ads. Location Insertion is especially useful for large companies with multiple stores around the country, Holden said.
“Advertisers can set up different ad campaigns targeted to different destinations from one source location and they can come up with more specific ad creative,” Holden added.
Uncle Bob’s Self Storage, a self storage facility with more than 400 locations, was one of the launch users for Location Insertions. Chris Laczi, advertising director for Uncle Bob’s Self Storage said that location is one of the most important characteristics for their business as consumers need to find a location near them.
Since using the product, Laczi said their conversions have gone up dramatically, to at least 300% more than before.
Finally, Google added four enhancements to its existing Advanced Location Targeting feature. These include rewording the platform to make it easier to understand; showing ads to people in a physical location regardless of search subjects; more control over location targeting on Google’s Display Network; and changes to exclusion methods.
With the new tools, Google will also provide more specific geographic reports to allow advertisers to understand how ads are performing on a zip code by zip code basis.